The lingerie retailer has created a website, www.viralacademy.co.uk, where creative, media or digital agency creatives can submit ideas in response to live briefs.
The company will post up to four briefs per year with production budgets of up to £25,000. The winning team and agency will produce a viral that will run on women's portal handbag.com as well as being seeded online. The best submissions will also be given a Gold or Black Rabbit award.
The idea for the competition was devised by Ann Summers' only retained agency, the communications planning shop Goodstuff.